Are you trying to understand newsletter subscribers, open rate, and bounce rate? While it may seem to be a bit old-fashioned, your newsletter is still a major marketing tool in your toolbox. If you have one, you need to utilize it. If you don’t have one, you need to make one. Not only can it help you reach your audience, but newsletters provide quick, easy-to-understand metrics that you can use to measure your success.
What are these metrics? The three that are most important are newsletter subscribers, open rate, and bounce rate.
This is the easiest metric to understand. Your newsletter subscribers are those who are signed up to automatically have your newsletter sent to their email each time it is published. It is easily measured based on each email that has subscribed. What is a little bit more abstract is how many subscribers you want to have. If your list is highly responsive, just 500 subscribers may be enough to achieve your goals. If your list is not so responsive, you may need thousands. And, of course, your goals will also determine the ideal number. For example, if you are trying to sell 50 units of a product, you will need fewer subscribers than if you want to sell 5,000 units.
Here is where your metrics get a little more complicated. To get your open rate, you divide the number of emails opened by the number of emails sent. While you would love to have all emails opened by the recipients, that simply is not realistic. The average open rate, based on various studies, it is a median rate of 39%. Ideally, your open rate will be greater than 50%. Keep in mind that the open rate and the unique open rate are two different measurements; one measures all opens even if a single reader opens it multiple times, and the other counts only unique opens, counting the first open only even when the reader opens it several times.
Your bounce rate is a measurement of the number of emails that are bounced back when sent. This just means that the email could not be delivered to the recipient. This can be for a few different reasons: it was entered incorrectly, the account was closed down by choice or due to a job or internet service provider change, or the account has been inactive and closed by the provider. Another possibility is that the recipient has blocked you, which is something of a worst-case scenario as it indicates they see your content as spam.
The older your list, the more bounces you can expect. To reduce the number of bounces, work to keep your list fresh. Ideally, your bounce rate should never be greater than 8%. It is important that you work to reduce a bounce rate greater than 8% as your email account may be flagged or suspended, which could be devastating to your work.
As you can see, the metrics needed to measure your newsletter success are quite simple. Although old-fashioned, it is an excellent and easy-to-use tool for you.